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Файл:Особенности употребления англоязычной терминологии дизайна = English Design Terminology in Use. Учебное пособие.pdf
7. Constant брит. [ˈkɒnst(ə)nt], амер. [ˈkɑːnstənt] (adj.)
постоянный, неизменный
Lack of money is a constant problem in my life. Her dress form
became a constant companion throughout the fashion design process.
Those books are my constant friends and if they look a bit tattered
and worn, well, so do I.
8. Feedback брит., амер. [ˈfiːdbæk] (n) обратная связь,
ответная реакция
They also eliminate feedback and provide better tolerance to
loud sounds. On the basis of the feedback received, the guidelines
were modified, wherever necessary. I do not want to interrupt the
debate, but there is a bit of feedback coming through the
microphones.
9. Flexibility брит. [ˌfleksɪˈbɪlɪtɪ], амер. [ˌfleksəˈbɪlətɪ] (n)
гибкость, уступчивость
Players gained improved flexibility in their ankles. This
provides to our customers enormous system memory flexibility.
I enjoyed the flexibility of the schedule.
10. Graphic брит., амер. [ˈɡræfɪk] (n) графика; (adj.)
графический, наглядный, изобразительный
Copyright law does extend protection to useful objects if the
object contains pictorial, graphic or sculptural features. The carefully
studied hands reveal the graphic origin of his designing. The main
factors that influence the display of graphics for the Web are the size
of the file and the screen display quality of the graphic.
11. Marketing брит. [ˈmɑːkɪtɪŋ], амер. [ˈmɑːrkɪtɪŋ] (part.)
маркетинг, сбыт, торговля
In business and marketing, a trend is mostly a good thing to try
to capture and leverage. For a small business marketing may seem,
and be, expensive if not managed effectively. A few of them felt that
proper marketing facility would help them to sell their products in
a big way.
12. Obsolete брит. [ˈɒbsəliːt], амер. [ˌɑːbsəˈliːt] (adj.) уста-
релый, отживший, вышедший из употребления
He is appealing for help from members of the public who own
obsolete machines so he can unlock archaic files. Apparently the
delay is due to some of the components being ancient and obsolete
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(dating back as far as 1999). So here we stand, out in the pasture in
very much the same way as the outdated and obsolete horse.
13. Qualification брит. [ˌkwɒlɪfɪˈkeɪʃ(ə)n], амер.
[ˌkwɑːlɪfɪˈkeɪʃn] (n) квалификация
To become a good designer, you need to have a number of skills
and qualifications. These levels reflect the duties of the position and
this includes the qualification required to undertake those duties.
Strangers are welcome and the only qualification is their humanity.
14. Quality брит. [ˈkwɒlɪtɪ], амер. [ˈkwɑːlətɪ] (n) качество,
высокое качество, сорт
This bag is extremely well made, well padded and gives you
a general feeling of quality. These laws also provide the consumer
with detailed information on the origin and quality of the product. In
musical terms, the pitch of the note is always the same but the tonal
quality can be adjusted.
15. Relevant брит. [ˈrelɪv(ə)nt], амер. [ˈreləvənt] (adj.) соот-
ветствующий, релевантный, уместный
To achieve this it has had to make sure that all relevant facts are
carefully considered. You must therefore plan carefully to make sure
you are covering relevant material. We must keep it going long-term
and make it relevant to people here and over there.
16. Skill брит., амер. [skɪl] (n) умение, мастерство, навык
He is a player of real talent and skill and has the ability to make
a real and lasting impression at the highest level. Нe has little skill as
a writer. She handled the project with great skill and surprised
everyone with her professionalism.
17. Target брит. [ˈtɑːɡɪt], амер. [ˈtɑːrɡɪt] (n) цель, мишень,
задание; target audience – целевая аудитория
Imagine an archery target with two arrows sticking in the very
centre of it. This requires a deep understanding of the target
audience. The target of the project is to improve customer service
quality in our store.
18. Unpredictable брит. [ʌnprɪˈdɪktəb(ə)l], амер. [ˌʌnprɪˈdɪktəbl]
(adj.) непредсказуемый
Anyway, Tom was so unpredictable, he left her drained and
exhausted. Changeable and unpredictable, it lacks structure, control
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1) adapt
2) branding
3) feedback
4) graphic
5) obsolete
6) quality
7) relevant
8) target
9) unpredictable
10) UX design
a) непредсказуемый
b) цель
c) уместный
d) качество
e) брендинг
f) обратная связь
g) графика
h) устарелый
i) дизайн пользовательского
интерфейса
j) приспосабливаться
and conformity. The life of a designer is unpredictable for several
reasons.
19. UX design (user experience design) – дизайн пользова-
тельского опыта
UX design is the process of creating a product that delivers
a pleasurable user interaction experience. A designer should be good
in various fields including graphic design, web design, animation,
UX design and even advertising. Like, you know, we have those
super genius UX designers talking about lengthy processes.
20. UI design (user interface design) – дизайн пользователь-
ского интерфейса
UI design is the creation of an attractive, user-friendly and
understandable user interface. Distinguishing itself from the
competition, the company‟s design extends from aesthetics to
understanding the user, unlike its competitors‟ UI designs. We‟ll take
you through 10 outstanding UI examples that symbolize design
excellence and push the boundaries of user interaction.
2. Match the words with their translation.
3. Match the words from the Active Vocabulary with the
following definitions:
1) to adjust or modify something to fit a new situation or
environment;
2) behaving in a way that is not expected;
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3) closely connected to the matter at hand;
4) that is no longer in use or practice;
5) the process of two or more people, entities, or organizations
working together to complete a task or achieve a goal;
6) the learned or innate ability to act with determined result;
7) a person whose job is designing buildings;
8) able to adjust readily to different conditions;
9) the visual design of digital interfaces to make them
aesthetically pleasing and easy to use;
10) the promotion and selling of products or services.
4. Fill in the gaps with the words from the Active
Vocabulary.
1. The … designed a stunning new building that blends modern
aesthetics with functionality.
2. We need to … with other teams to ensure the project‟s
success.
3. Designers must learn to … their ideas to meet the needs of
their clients.
4. Our company strives to remain … in an ever-evolving
market.
5. There is a … demand for innovative solutions in the design
profession.
6. The … erupted in applause after the breathtaking
performance.
7. Receiving … from clients is essential for improving our
design processes.
8. Effective … can significantly increase a company‟s visibility
and sales.
9. The factor of product quality is the highest … of our
employees.
10. She earned her professional … in UX/UI design after
completing the intensive course and passing the final exam.
5. Make up your own sentences with the words from the
Active Vocabulary.
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6. Translate the following sentences from Russian into
English using the words from the Active Vocabulary.
1. Мне понравилась гибкость графика, которая позволила
мне совмещать работу и личные обязательства.
2. Для малого бизнеса эффективный маркетинг необходим
для привлечения клиентов и увеличения продаж.
3. Некоторые считают, что печатные газеты скоро уста-
реют, поскольку все больше людей переходят на онлайновые
источники новостей.
4. Компания известна своими инновационными продук-
тами, которые постоянно задают новые тенденции в отрасли.
5. Успешное сотрудничество между членами команды
часто приводит к более творческим и эффективным решениям.
6. Мы ценим вашу обратную связь, так как она помогает
нам становиться лучше и учитывать пожелания клиентов.
7. Исследование рынка показывает, что наш продукт
гораздо более конкурентоспособен по сравнению с аналогами.
8. Наша цель – расширить аудиторию с помощью целевых
маркетинговых стратегий.
9. Лучшие архитекторы своего времени работали над этим
проектом.
10. Погода здесь удивительно непредсказуемая.
Section 2. READING
1. Before you read the text, answer the following questions.
1. Why is advertisement so important in design?
2. What skills and qualifications are needed to be a good
designer?
3. What fields should be a designer good at?
4. What do architects and designers have in common in their
work?
5. Why is the life of a designer unpredictable?
6. What helps a designer stay competitive?
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2. Read the text about the design profession.
Design as a Profession
To become a good designer, you need to have a number of skills
and qualifications. First of all, you need to have artistic skills, a sense
of colour and composition. It is also important to learn modern
graphic programmes such as Adobe Photoshop, Illustrator and
others. The ability to work with typography, an understanding of
branding and marketing principles, and the ability to adapt one‟s
style to different tasks are all key components of a successful
designer.
A designer is a master of his craft because he knows how to
create visual solutions that are not only beautiful, but also functional.
The ability to work with typography, an understanding of branding
and marketing principles, and the ability to adapt one‟s style to
different tasks are all key components of a successful designer. This
requires a deep understanding of the target audience, the psychology
of perception and communication principles. A good designer can
solve complex problems with simple and clear visuals, turning
complex concepts into easy-to-understand images. A designer should
be good at various fields including graphic design, web design,
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animation, UX/UI design and even advertising. A wide range of
knowledge helps him/her to adapt to market demands and deliver
quality solutions in different contexts.
The ability to work with clients and understand their needs is
also an important aspect of a designer‟s work. In order to do quality
work, a designer must show constant attention to detail, strive for
perfection and adapt to changing trends in time. He or she must be
open to feedback and willing to collaborate with other specialists,
such as marketers and programmers. Training and practice also play
a significant role – constant development of skills helps to stay
competitive. A designer‟s job can be compared to that of an
architect. Just as architects create structures that need to be not only
beautiful but also functional, designers develop visual solutions with
users in mind. Both have to find a balance between aesthetics and
practicality, while taking into account customer requirements and
technology. The life of a designer is unpredictable for several
reasons. Firstly, market needs can change very quickly, and what
was relevant yesterday may be obsolete today. Secondly, working
with clients always carries an element of surprise: some may be very
clear in their requests, while others may make many changes at the
last stages of the project. In addition, designers often work on several
projects at the same time, which requires flexibility and the ability to
adapt quickly to new conditions.
3. Say if the following statements are true or false. Correct
the false ones.
1. It is important for the designer to show attention to detail.
2. The designer must be able to work with a variety of graphics
programmes.
3. It is not the designer‟s job to understand the principles of
branding and marketing, other people do that.
4. Artistic skills, sense of colour and composition are important
for a successful designer.
5. Designers are people in a creative profession, so they usually
work alone and do not collaborate with other professionals.
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1) artistic
2) graphic
3) deep
4) target
5) complex
6) easy-to-understand
7) constant
8) significant
9) marketing
10) quality
a) solution
b) understanding
c) skills
d) role
e) programmes
f) problems
g) principles
h) images
i) audience
j) attention
6. A designer‟s work is always predictable and does not require
flexibility.
7. The main thing in a designer‟s work is the design itself, other
areas are not important.
8. A good designer can adapt his style to different tasks and
take into account the needs of the target audience.
9. The designer must have at least a partial understanding of the
psychology of perception.
10. Until a designer finishes a project, he or she usually doesn‟t
start the next one.
4. Match the two of the phrases from the text and recall the
sentences with them.
5. Underline or mark the main ideas of the text and retell it
in English using the phrases from the exercise 4.
Section 3. SPEAKING
1. Consider the following passages [3] about the meaning of
the word target and answer the questions below.
Target (n) с. 1300, “light shield”, typically small and round,
diminutive of late Old English targe and directly from Old French
targete “light shield” (12 c.), from Frankish or some other Germanic
source, from Proto-Germanic *targ- (source also of Old High
German zarga “edging, border”, German zarge “border, edge,
28
frame”, Old English targe, Old Norse targa “shield, buckler”),
perhaps originally “edge of a shield”.
The meaning “round object to be aimed at in shooting” is
recorded by 1757, originally in archery, perhaps suggested by the
shape and the concentric circles in both. Figuratively, “that at which
observation is aimed”.
Target-practice is attested from 1801. Target audience is by
1951; early reference is to Cold War psychological warfare also from
c. 1300.
2. Answer the following questions.
1. What is the historical origin of the word target and what
languages have influenced its formation?
2. How did the meaning of the word target change from the
13th century to the 18th century?
3. What is the meaning of the word target related to the
practice of shooting and when did it become fixed in the language?
4. In what context did the word target begin to be used in
psychological warfare and when did this happen?
5. What associations does the word target have beyond its
primary meaning as “target”?
3. Prepare a short talk on the one of the following topics.
1. Everyone is a Designer Today.
2. Essential Skills for Designers.
3. Careers in Design.
4. Working as a Book Designer.
5. How to Become a Brand Designer.
Section 4. LISTENING
1. Listen to one of the judges commenting on a design which
won first prize last year. The product was a stylish desk. Answer
the questions.
1. What special features does the desk have?
2. What kind of person would buy it?
3. What does the judge say about the price of the desk?
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2. Fill in the gaps with the words and phrases you hear.
1. As you can see, the desk … very stylish.
2. It‟s … of solid oak, so it‟s obviously very durable.
3. There are several … I really like.
4. One of the best … is that the desk‟s functional.
5. I‟d say it‟s … at home computer use.
6. It would … especially to a business person, working from
home.
7. It‟s excellent … for money too.
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